Cutting-Edge Insights for Web Creators, August 2020

Current research within the realm of web design has largely been tied to the global effects of COVID-19. Yet, forecasts are starting to appear brighter. Not only do these studies delve into the current repercussions of the pandemic on businesses and marketing strategies, they also offer glimpses into consumer behaviors post-COVID-19. Today’s insights include three separate studies about the indirect impact of the coronavirus on e-commerce activity, marketing strategy research, and the freelance economy respectively, as well as one compelling critique on the impracticality of utilizing PDFs on websites.

1. Digital 2020 Report Foresees Sustained E-Commerce Growth Beyond COVID-19

The ongoing COVID-19 crisis and its impact on global happenings is a hot topic. For web designers specifically, this is crucial—understanding the shifts in business and marketing is imperative as it dictates the need for adaptation within the industry. The Digital 2020 report presented by we are social and Hootsuite, unveils promising news: the rise of e-commerce due to the pandemic isn’t a temporary phase. With lockdowns pushing consumers to shop online, approximately half of the surveyed individuals intend to continue their increased level of online shopping even after the pandemic subsides. This presents a golden opportunity for web designers to aid businesses in establishing robust, user-friendly online storefronts to meet the enduring demand.

2. eMarketer Highlights the Rise of Social Listening for Marketing Insights

When embarking on a new design project, designers often seek out swift and dependable sources of information. Client-provided data is a start, but where to go from there? Traditional methods, like user surveys and interviews, are useful yet time-consuming and are more suited to UX designers who specialize in such research-based tasks. According to a Gartner report (shared by eMarketer), leading marketers are discovering insights about their target demographics through novel means: In an age of surging online activity, social listening tools are proving invaluable; with over half of marketing executives utilizing these resources. Leveraging social listening tools can refine your initial research phase, allowing you to identify common keywords and topics within your niche, in turn, informing your website designs to better meet visitor needs proactively.

3. Upwork Studies Show an Influx of Freelancers Joining the Marketplace

The central thesis of the Upwork 2020 Future Workforce Report revolves around the changing patterns of employment, influenced greatly by contemporary circumstances. Here’s the gist:

• The future of the workforce always hinted at an increase in remote working capabilities.
• COVID-19 has greatly accelerated this trend, leading to a predominance of remote work in the present scenario.
• The advantages of remote working setups for businesses—especially when it comes to hiring freelancers—are becoming increasingly apparent.

Although this trend bodes well for web designers seeking new clients, the surge does bring challenges: With 64% of top professionals opting to freelance and a substantial 50% increase in freelancer marketplace registrations, competition is more intense than ever. It’s critical for you to establish yourself distinctly within your area of expertise to rise above the crowded freelance market.

4. NNG Admonishes the Use of PDFs for Online Content

Although hard data is not provided, Nielsen Norman Group has ample usability critiques against PDFs in their assertion that PDFs are “Still Unfit for Human Consumption“:

1. PDFs adhere to the conventions of printed documents, lacking the web-centric design strategies like scannability and accessibility.
2. They’re not crafted to the same standard of attractiveness and brevity as a webpage.
3. PDFs disrupt the online browsing experience, a contrast to the seamless navigation of a website.
4. Upon opening a PDF, website navigation vanishes, leaving users disoriented except for their browser’s “Back” button.
5. PDFs lack the ability to implement internal navigation systems beyond basic internal links or a contents page.
6. When formatted like traditional paper documents, viewing PDFs on mobile devices can be cumbersome.
7. As file sizes increase, so does the load time, potentially testing the patience of visitors.

NNG’s findings, along with real user grievances regarding PDFs, strongly suggest avoiding their use on client websites.

Wrap-Up

Research for web designers and marketers is veering away from the initial confusion and conjecture earlier this year. Time, as always, has brought about clearer insights through accumulated data. Fortunately for the web design community, the indicators point toward a prosperous future provided designers position themselves advantageously in the current market. Featured image via Unsplash.